The document provides tips for creating concise sales proposals in 15 minutes or less. It recommends prospect research, competitive analysis, developing a strategy statement, and addressing customer needs and hot buttons with minimum words. Graphics and messaging should amplify strengths and solutions while neutralizing competitors. The four box organizer method presents the purpose, theme, preview of topics, and summary in the executive summary.

1. Proposals for Sales Hackers in 15 minutes
Matt Cameron – VP Sales, Scripted.com
@tmattcameron

2. 10 in country
6 in country
2000 in country
300 in country
200 in country

3. We begin with a story …
Once upon a time….
there was a telecommunications
carrier that needed CRM.
Oracle, Microsoft and baby
Salesforce.com were invited to
tender.

4. It didn’t really seem like a fair competition
Sales Leadership
<CSM/RSL & CE>
Account Management
(CDE Designate)
Solution Architect (OS)
OR Principal (SC)
Pursuit Team Leaders
<CSE & Bid Manager>
Major Sales/
Velocity Team rep
Proposal Manager
Delivery Strategy
Regional CDE
Technical Architect
Project Support Admin
Transition/Implementation
Regional Service Lines
Mainframe
Midrange (UNIX)
LAN/Desktop
Applications Support
ATK Consultancy Strategy
SC <industry> Rep
Cross Functional
Help Desk
Voice Comms
Data Comms
<Other>
Data Centre Ops
CSG <industry> Rep
Real Estate
Financial Strategy
NBA / Finance
HR Strategy
Human Resources/LCM
Legal Strategy
Legal
Comm’s & Marketing
Corporate Communications
Global Purchasing
Global Purchasing
Oracle’s team was 17 deep

5. It didn’t really seem like a fair competition
Sales Executive
Services Consultant
Pre-sales engineer

6. We did a competitive analysis and
figured out our strategy statement

7. And we set about circumventing the rules

8. We won the largest deal in the quarter!
We used minimum viable
wordcount!

9. Here is how we did it…
Prospect
intelligence
Strategy
statement
Competitive
analysis
Solution
Worksheet
Review
Draft headings,
themes, captions
and graphics
Review
Content
Review and
release

10. Prospect intelligence
Prosp
ect
intelli
gence
Com
petitiv
e
analy
sis
Solution
workshee
t
Strategy
statemen
t
Review
Draft
headings
, themes,
captions
and
graphics
Revie
w
Conte
nt
Company
Key individuals
 10k
 Work history
 Website
 State of origin
 Social media
 Publications
 Investor relations material
 Social media
Revie
w and
relea
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11. Key individuals
Prosp
ect
intelli
gence
Com
petitiv
e
analy
sis
Solution
workshee
t
Strategy
statemen
t
Review
Draft
headings
, themes,
captions
and
graphics
“It is said that if you know your
enemies and know yourself,
you will not be imperiled in a
hundred battles.”
- Sun Tsu
Revie
w
Conte
nt
Revie
w and
relea
se

12. Competitive Analysis
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13. Competitive analysis
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Strategy statement
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We will maximize our strengths in […] by […].
We will minimize our weaknesses in […] by […].
We will neutralize their strengths in […] by […].
We will amplify their weaknesses in […] by […].
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Solution worksheet
Hot button #1
Real-time collaboration
Solution
Graham-Bell telephony system
Alternatives considered
-
Smoke signals
Tin can and string
Postal mail
Discriminators
-
Reliability
Speed
Proof /Experience/
Performance
-
Megacorp case study
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Hot button #2
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Hot button #3

16. Draft headings, themes and graphics
Scenario 1 – Free form proposal with required sections:
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2.0 Functional Requirements Detail
2.0 Functional Requirements Detail
2.2.2 FEATURES
2.2.2.1 Realtime communication
2.2.2.2 Audit Trail
2.2.2.3 Ease of use
2.2.2.4 Monitoring ability
2.2.2 FEATURES
2.2.2.1 Bell-Graham telephony will allow
Acme to converse in real-time
2.2.2.2 All calls will be recorded as events
and audit logs provided.
2.2.2.3 Our rotary dialers are very simple to
use – Tested on 6 year olds
2.2.2.4 The Bell-Graham ‘Party line’ will allow
managers to listen in on any calls

17. Draft headings, themes and graphics
Scenario 2 – Table filling
Requirement
Provides ability to monitor calls in real-time
Mandatory?
Yes
Solution complies?
Yes/No/Partial
Notes
The Bell-Graham party line feature allows for
an unlimited number of Acme personnel to
monitor critical conversations.
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18. The executive summary – Four box organizer
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Document purpose
Theme statement
Preview
Acme requires a new collaboration system that addresses the following key topics:
• Real-time collaboration providing for accelerated development
• Hot button #2
• Hot button #3
Proposal details
Real-time collaboration providing for accelerated development
[Solution and benefit]
[Proof]
[Visual/Graphic]
Proposal details
Summary
Next steps
Acme will increase employee engagement and
shorten new product launches by 15% through the
ability to collaborate in real time with the BellGraham telephony system

19. Graham Bell telephone network for Acme - Executive Summary

20. Use graphics as a weapon and ensure your intent is understood
Original graphic
Employee engagement survey results
Guerrilla graphic
Graham Bell customers beat industry averages
Tied to win themes –
“Maximize our strength in improved
collaboration frequency.”

21. Summary

Research your prospect – Firm and individuals

Know your competition and plan to outflank them

Address competitive strengths/weaknesses by ‘ghosting’ them

Weave your messages throughout the proposal

Use the Four Box organizer for unsolicited propodals